‘Finest Greek Tastes’ EAFRD-funded projects

Finest Greek Tastes is an ambitious LEADER cooperation project involving 21 Local Action GREECE Groups and more than 50 municipalities, helping Greek farmers develop and market

their produce based on their quality and local traditions.

Implementing cooperation

Summary projects This project aimed to provide solutions to basic structural challenges faced by 90 % of Greek farmers: their small and fragmented agricultural plots and the difficulty they have in accessing the market to sell their produce at a good price. The project sought to take advantage of the fact that Greek agricultural food products have the potential, if promoted correctly, to contribute to the recovery of rural areas by stimulating economic growth. The project supported the establishment of a large network of municipalities and LAGs from all corners of Greece to assist farmers with product development, including the packaging and marketing of their products. The project’s other activities included an Location extensive promotional campaign that publicised the quality of Greek agricultural Nationwide produce and gastronomy across the country as well as the concept of “Finest Greek Programming period Tastes” on an international level. The latter was achieved through the creation of 2007 - 2013 audio-visual and digital content and a presence at specialist trade fairs and exhibitions Axis / Priority abroad. Axis 4 – LEADER Measure Results 421 - Inter-territorial and Thanks to this cooperation project a growing network was established. This includes Transnational Cooperation 21 Local Action Groups and 55 municipalities, as well as three institutions: the Institute of Hellenic Food, Culture and Gastronomy-Nonprofit Company; the Funding Technological Research Centre of W. Macedonia; and the Agricultural University of Total budget 321 000 EUR Athens. EAFRD 304 950 EUR Private 16 050 EUR The network coordinated the dissemination and use of the promotional materials developed for the project partners. One of the great challenges, but also successes of Project duration the project was to coordinate the actions and responses of around 80 partners and to Sep 2012 – Dec 2014 smoothly implement local actions in all 21 regions concerned. Project promoter Finest Greek Tastes will now become an autonomous non-profit entity with its own Parnonas Development employees, giving it a firmer basis to continue its work. Of the 320 Greek Agency SA municipalities, 50 have already committed to taking up membership. Contact Angela Manitara [email protected] Lessons & Recommendations tel. +30 27570 22807  The unusually large number of interested participants created a significant administrative hurdle for the project. Under Greek government regulations, Website funding support could only be shared between up to six partners. After www.finestgreektastes.com negotiations with the Greek Ministry for Rural Development and Food, the project was designated as being of national interest. This enabled the large and ambitious inter-regional partnership to become eligible for support under the 2007-2013 RDP.  In order for a project of this scale to be successful, a great deal of work must be done to motivate each of the partners and maintain their energy and commitment to the common goal. However, all of this must be done with patience because not all partners can run at the same speed. Together, the organisations need to create a new working culture in which they become active communicators. 1 ‘Finest Greek Tastes’

Context Almost 90% of farmers in Greece have under 10 hectares of agricultural land. Many tend to rely on selling their produce by weight at local markets – often at relatively low prices - and are put off from adding value to their produce because of concerns about where they could sell it. These farmers had been profoundly impacted by the financial crisis and faced challenges that could not be Activities addressed at an individual level. Parnonas started working on the creation of a partnership It was from this realisation that the idea for the Finest to develop the project in 2011 under the 2007-2013 Rural Greek Tastes inter-regional cooperation project was born Development Programme. As a result a network of from a LEADER Local Action Group (Parnonas municipalities was established with partners from all Development Agency SA) in Eastern Arcadia, southern corners of Greece. Parnonas dedicated staff members to Greece. The inspiration was that Greek agricultural food the partnership full-time. These staff members were able products - part of the world-renowned Mediterranean to support regular meetings, bringing the entire cuisine tradition - have the potential to be a key tool for partnership together once or twice per year. Smaller, the survival and recovery of rural areas and even to regional and local meetings took place more frequently. stimulate significant development. Together, the partners devised a network action plan and strategy. They evolved the idea for the project to include Objectives various dimensions of Greek gastronomic culture, including the individual products, recipes and cuisine, This LEADER cooperation project had two overall aims. areas of production, and the ways of sharing, consuming First was to encourage farmers to move away from mass and celebrating food. produced crops towards the high-value food products traditionally associated with Greece. Second was to Key activities of the project included: market the concept of “Finest Greek Tastes” on an • Assisting farmers with product development, including international level in collaboration with the local tourism with packaging and marketing their products - urging industry in Greece. farmers to add value to their products and, for example, to sell high-value goods in delicatessens The project wanted to showcase not only Greek foods and rather than selling primary produce in local markets. gastronomy but also modes of production and other aspects of Greek cuisine. It sought to exploit the full range • Publicising the quality of Greek agricultural produce of skills, knowledge, rituals, symbols and traditions for and gastronomy through additional research and the farming and preparing, but also the culture of sharing and scientific presentation of the nutritional value of Greek consuming food in Greece. foods. • Promotional events across the country, including the use of the celebrated Greek chef, Lefteris Lazarou, to “What we wanted to reveal were not only products such cook using products from the local areas involved. as wines and olive oils, but what it means to enjoy these • Marketing the concept of “Finest Greek Tastes” on an exquisite products; what is the authentic and proper international level through the creation of audiovisual Greek and Mediterranean way of eating, culinary and digital content, presence at specialist trade fairs pleasure and physical well-being.” and exhibitions abroad. Angela Manitara • Collaborations with the tourism industry in Greece, Spokesperson Parnonas Development Agency including local-level actions. • The network created a shared website which hosts 21 videos presenting the foods available in each of the partner areas in mouth-watering detail. The network also created a YouTube channel and Facebook page.

Additional sources of information Facebook page - www.facebook.com/FinestGreekTastes Youtube channel - Finest Greek Tastes Mediterranean diet: www.mediterradiet.org 2